Branding During Recession: The Brand Managers’ Perspective
Thepurposeofthispaperistoaddress the concerns of brand managersin managing the performance of their brands during recessionary times. The study is conducted by means of an exploratory qualitative study using phenomenological approach. The specific purpose is to explore the branding and marketing act...
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| Format: | Article |
| Language: | English |
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Srusti Academy of Management
2020-12-01
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| Series: | Srusti Management Review |
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| Online Access: | http://www.srustimanagementreview.ac.in/paperfile/1526047033_Branding%20During%20Recession%20%20The%20Brand%20Managers%E2%80%99%20Perspective.pdf |